Samsung Electronics Co. and LG Electronics Inc., the world’s top two television makers, said in separate statements Thursday that they will unveil their own 105-inch curved TVs at the U.S. Consumer Electronics Show in January. Both models will sport ultra-high definition liquid-crystal displays.

The two South Korean consumer tech giants have been racing against each other to bring cutting-edge products to market. This year, they both launched 55-inch curved TVs, though the rollout was seen as more of a marketing ploy. Samsung and LG were eventually forced to sell the TVs at discounts after limited consumer interest.

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Samsung said its curved TV will give viewers an IMAX-like cinema experience in their own living rooms. LG, on the other hand, said its TV will display “minutest detail in breathtaking clarity.” They haven’t disclosed when the 105-inch curved TVs will be available on the market. Prior to Thursday’s announcement, LG had also attempted to show off its technological prowess by unveiling a 77-inch curved TV.

LG’s 105-inch curved TV

LG Electronics

This year’s first batch of curved TVs featured next-generation organic-light-emitting-diode screens that provided vivid colors and an extremely thin body. But the pricing proved prohibitive because OLED screens are more expensive to mass produce in larger sizes.

Now, the use of more affordable LCDs could help revive interest in curved TVs, although they can still be pretty expensive if they come with ultra-HD resolution.

“For TVs that are over 70 inches in screen size, curves are believed to offer a more absorbing view than flat screens,” said Jerry Kang, a display analyst with IHS Korea.

Coming out with different TV sizes has been a huge part of the rivalry between Samsung and LG this year, as they seek to stand out in a lackluster market.

The battle over various ultra-HD models is also expected to increase next year, as media content providers work to churn out more high-resolution videos.

Research firm IHS forecast earlier this year that shipments of UHD LCD TVs in the U.S. will rise to an estimated 4.6 million units in 2018, from just 200,000 units in 2013, with ultra-HDs accounting for 13% of total U.S. LCD TV shipments.

While the average UHD TV will cost four times as much as the average for all LCD TVs in the U.S. this year, the price gap will narrow to 2.6 times in 2018, according to IHS.